What does this higher engagement rate look like in practice? Last month, Red Bull posted a video of a unique snowboarding half-pipe on both Facebook and Instagram . A few days later, we noted that the brand’s 43 million Facebook fans had liked the video just 2,600 times (a 0.006% likes-per-fan rate), while its 1.2 million Instagram followers had liked the video more than 36,000 times (a 3% likes-per-follower rate).

Facebook used to be marketer’s favorite as brands spent more and more into building brand pages. But times change and the recent updates Facebook brought to its newsfeed algorithm have somehow disappointed marketers who saw the fall of organic search as a way for Facebook to ransom them.

However, Forrester warns that the Facebook-owned Instagram could fall victim to the same issues. As more brands flock to Instagram, it will become more crowded and therefore more difficult for companies to stand out, opening the door for more advertising.

Do you think Instagram represents the future of brand engagement? Let us know your opinion in the comment section below. Thanks!